Alonso launches ESports team

Formula One star Fernando Alonso has started his own ESports team in partnership with Swiss consumer technology brand Logitech and G2 Sports of Spain with the intention of the new group participating in a variety of games over several different platforms.

FA Racing G2 Logitech G has already recruited Cem Bolukbasi, a finalist in this year's F1 ESports championship this weekend during the Abu Dhabi Grand Prix, into the mix.

Alonso insisted that he is a fan of video games, but it is the opportunity to give fans a taste of F1 participation which really interests him.

“Every Formula One driver is a gamer at heart," the McLaren-Honda driver said.

"Competing on the virtual stage opens a vast amount of possibilities for young drivers that wouldn’t otherwise have a chance to get into racing. For the first time ever, fans are no longer just spectators but can take part in the game and maybe become real e-drivers on my team. I cannot think of better partners than G2 Esports and Logitech G to start this up with and I am raring to get going.”

Alonso currently drives for McLaren-Honda, a constructor team which allows individuals to take part in ESports tournaments with the prize of becoming their official simulator driver up for grabs.

F1’s head of commercial operations, Sean Bratches, praised Alonso on his new venture, and insisted that ESports would only grow as a brand as time progressed.

"Fernando's brand has been a pillar of the success of F1 in the linear world, and just like other brands going into other areas, he gives credibility," Bratches said.

"A lot of drivers and athletes, in their second career, go into business and I think while this is a fun participatory game, it is competition.

"It is a big business and it is just getting bigger. F1 and Fernando are getting in at the early stages, notwithstanding that it has been around a couple of years."